Here Come the Z’s!

Move over, millennials, here come your kids! Gen Z already numbers nearly 60 million in the U.S. and has access to $66 billion in buying power, according to Stores magazine. And they are developing a consumer personality that’s a bit different from their millennial folks.

Collecting generational and consumer research from a number of agencies, Stores and the National Retail Federation report these unique characteristics of Gen Z:

» Though they prefer to do most things digitally, those in Gen Z enjoy the in-store experience even more than other generations. And they seek out engagement with retail staff.

» Gen Z is less swayed by traditional advertising or celeb endorsements and more by blogging or social posts by people of the same age. YouTube is where they go first for information.

» 44% of Gen Z shoppers use Snapchat while shopping in-store, and 45% rely on Instagram to find cool new products. —Susan Tarrant

The Good and the Not-So-Good

What do corporate optometrists like BEST about their working environment, and what could they do without? That’s what we asked COT! readers in a recent survey. Do you feel the same?

• Low Risk
• Consistent Schedule
• Equipment Provided
• No Staff Hiring/Management Expectation
• Other O.D.s to Cover Time Off

• Working Saturdays
• Corporate Oversight
• Patient Load
• No Control Over Hiring Staff
• Staff Management Issues

Google Motivation

Attracting talented staff can be a challenge. In optical, retaining great staff once they are trained is also an issue. Here’s how Google, consistently rated a top employer, does it (as reported by Fast Company), but these guidelines can easily fit into an optical setting.

Safety: Employees who feel they can take risks without feeling insecure or embarrassed outperform others.

Structure: By creating a culture that values structure and clarity, employees understand their goals, roles, and plans of execution.

Impact: Leaders should foster a common purpose that motivates staffers, and staff want to work on something that has an impact on their organization or community at large. —S.T.